When you choose where to live, open a store, allocate a public budget or design a marketing campaign, population data by ZIP code is often the missing piece that makes your decision truly data‑driven.

When faced with the same evidence, each individual can reach a different decision. How billions of specialized cells make split-second choices has largely been an open research question. In a new ...

This is an archived article and the information in the article may be outdated. Please look at the time stamp on the story to see when it was last updated. SACRAMENTO COUNTY, Calif. (KTXL) — With an ...

For decades, neuroscientists have been trying to pinpoint the neural underpinnings of behavior and decision-making. Past studies suggest that specialized groups of neurons in the mammalian brain, ...